Adidas launches its first full-coverage women's swimwear collection

Sudanese / British athlete and activist Asma Elbadawi. Courtesy Adidas

As reported in The National News article, 'the Full-Cover Swimwear Collection consists of 18 pieces that result from consultations with communities worldwide to discover what women want from their swimwear.'

The Company, which has "thrown its considerable weight behind fostering an inclusive sports landscape," says, "it's not only about covering bodies from head to toe, but also considering the full spectrum of inclusivity in sportswear." It drew from studies, including from YouGov (2021), "that discovered only 12 percent of women feel completely at ease when wearing a swimsuit in public, citing body shaming and lack of privacy as reasons."

Kudos for designing a woman-centric product that allows more women to participate in sport + exercise.

Read The National News article here.